Wed 10 Jan
With another trip around the sun completed, it’s that time for us to take a peek into the future and share what we think the new trends for the coming year will be.
In 2024, the use of AI in social media is transitioning from a mere buzz to a practical reality. With the exponential growth in social media interactions and content creation, marketers face the challenge of handling vast amounts of data.
Thu 4 Jan
So, you’re nosy—totally normal! We’ve all been there, peeking over the fence to see what the neighbors are up to. But when it comes to your brand’s strategy, is stalking the competition really the secret sauce? Well, not exactly. It’s a bit like trying to copy your friend’s answers in class—might work sometimes, but you won’t ace the test.
It comes as no surprise to us that the ability to track competitor performance in China has been one of the most requested KAWO features — so, being the customer-centric SaaS company we are, of course, we built it! But, dear friends, it’s how you use it that will make the real difference.
The KAWO Competitor Tracking feature is like the Sherlock Holmes of brand strategy but without the deerstalker hat. So, how can playing detective with your competitors actually help your brand performance in China, without turning into a hot mess? Stick around; we’re about to spill the tea!
Tue 2 Jan
Chinese millennials, born between 1981 and 1995, came of age during a systematic transformation of China’s social fabric coupled with rapid economic growth. Today, they wield significant economic influence, emerging as major drivers of the entire economy, especially in their penchant for technology purchases, outspending other consumer groups.
The population of millennials in China reached 320 million in 2023, making up 22% of China’s total population [S] — this number is 3.5 times the number of millennials in North America. Chinese millennials account for 28% [S] of the total income among active consumers in China.
Chinese millennials are the top spenders in most consumer categories, second only to the older generation (46 to 65 years old) who have successfully accumulated their wealth and contribute to more than 50% of the nation’s consumption power. [S] Undoubtedly, millennials will follow suit.
USEFUL DEFINITION:
Active Consumers make up around 80% of the entire China population. This excludes generation Alpha (born after 2010) who are yet to come of age and lack of buying power, as well as conservative seniors (born before 1950) who grew up in extreme poverty and are reluctant to spend.
Consumers in their late 20s and 30s, who live in 3rd tier or higher cities with CNY 1000+ online spending power per month, spend 30 hours more online than the average user [S]. They spend heavily on electrics — more than 45% of customers for various products with high unit prices (including high-end handsets, automotive [S], smart home, etc) are millennials, the majority being “post-80s” [S].
Great generational gap
Millennials and their parents have different upbringings as a result of drastic social changes. Economic growth accelerated culture and value shifts.
Diversified life choices
Being the only child in the family, millennials received full attention and focused educational resources in the fast-growing economy. They grew up to be self-aware and individualistic, making uniquely different life choices from their parents which set them on diverse life trajectories.
Shouldering pressure from the economy and family
Millennials are essential workers for the economy and are responsible for raising the young while supporting the elderly. A task made heavier by the fact that they are often the only child for four grandparents.
It’s an unspoken norm in China that job candidates over the age of 35 are treated with less favor. From start-ups to government entities, 35 seems to be the unanimous upper limit. Even the ideal mate in the marriage market should be younger than this threshold. Chinese Millennials are unfortunately caught in this race with the clock ticking and face challenges.
The infrastructure of the social media ecosystem was built during the time millennials came of age. Meanwhile, a stable and affluent economic environment enabled them to pursue diverse lifestyles tailored to their individual needs. Brands must understand their unique life stages to build better connections.
70% of Chinese millennials consider social media as their main source of information, and they are accustomed to discovering and sharing information through online channels. In 2023, 55.8% of e-commerce users in China were between 25 to 44 years old, of whom the majority are millennials (27-42 years old). They are the main contributors to China’s e-commerce growth which is estimated at 12.23% per year between 2023 and 2027. [S]
The majority of millennials were not born into a world where the Internet and social media were a ubiquitous part of everyday life. Instead of shaping the way they see the world as it did for Generation Z, social serves as a channel for millennials to search for information more efficiently, fulfill their needs for communication, emotional expression and release, and to improve the overall quality of their adult life.
If you want to learn more about how can brands attract Chinese millennials on China social media platforms, feel free to download our guide “Social Media Marketing to Millennials in China”.
Thu 21 Dec 2023
In the ever-evolving realm of China social media marketing, staying ahead of the curve is not just a strategy; it’s a necessity. As we eagerly look forward to the trends that will shape the social media landscape in 2024, one thing is abundantly clear: the future is brimming with innovation and opportunities, and it’s moving faster than ever before!
In this blog post, we’re diving into the trends that brands with a social media presence in China should keenly observe in 2024. From the integration of AI for unparalleled insights to clever methods of engaging employees for customer-centric (and budget-friendly) content, and the rise of virtual idols, we’re uncovering the keys to staying ahead in the dynamic social media landscape.
Let’s delve into six trends that will shape the social media narrative in 2024 and equip your brand with the foresight it needs to stand out in a crowded digital landscape.
The problem isn’t a lack of data… it’s what’s done with it — and that’s where the inclusion of AI-powered tools makes things interesting for marketers. According to a survey by Accenture (埃森哲), 13% of Chinese companies have achieved excellent growth and business transformation through AI. Another 35% have made some progress in AI maturity, and half of the companies (52%) are in the pilot phase. In 2021, about one-third of the Chinese companies surveyed will spend more than 30% of their technology budget on AI development; by 2024, nearly two-thirds of the companies will have this idea.
Tue 19 Dec 2023
Global policy, national reforms, and access to the Internet have shaped experiences and values of Millennials in China. They find outlets and a variety of mediums for self-expression and see life as more than just making ends meet. Today, the purchasing power of this demographic is among the highest in China.
KAWO’s Social Media Marketing to Millennials in China helps brands to attract and convert them into a loyal audience.
Millennials are the first generation in China to come of age in a consumer-driven society and an ‘open’ China. They are the top spenders in most consumer categories,especially in their penchant for technology purchases, outspending other consumer groups.